| Summary: | 碩士 === 國立高雄師範大學 === 工程國際碩士學位學程 === 106 === Motive
The main purpose of the study is to find out the effect of mere exposure on the stimulus (vase) shown to the observer. This study focuses on the change in the level of mere exposure with a change in object/product color, background color and Background Scenery.
And, the second motive is to know whether the role of culture will be explored in the study of mere exposure.
So, our research is to find these below questions.
1. When we change background color then will it influence mere exposure
effect or not and also Exposure of the products will be found in cross
culture or not (India and Taiwan)
2. When we change products color it will influence mere exposure effect
or not and also Exposure of the products will be found in cross
culture or not (India and Taiwan)
3. When we change background scenery it will influence mere exposure
effect or not and also Exposure of the products will be found in cross
culture or not (India and Taiwan).
Design/Methodology/Approach
In total, 3 experiments were performed, on Indian participants, on Taiwanese participants; in experiment 1, the color of each product is same whereas background color have been changed; in experiment 2, the color of each product is different but we have given the same color to the background of each product; in experiment 3, the color of each product is same whereas background have been replaced with different scenes. Participants were recruited for the study through online survey using Google form. Total 20 usable responses were collected for each experiment. Our experiment is divided into two parts: the exposure phase and the rating phase. In exposure part, the participants were show a PPT of products with the exposure time of 2 seconds, and in rating part they were asked to give score. In each experiment the participants were asked to give score to the photo of a product on the scale of 10 where 10 stands for maximum like and 1 stands for minimum. For our study we have created 3 groups for each experiments (group A: - 5 times exposure; group B: - no exposure but the product is same as group A with exchanged background color; group C: - 1 time exposure)
We tried to find the perception of Indian participants and Taiwanese participants, on the questionnaires, and tried to come up with some findings related to mere exposure on the Indian and Taiwanese participants.
Findings/outcomes
1. For our first investigation, we have got non-significant differences,
but the mean of 5 times exposure likes increase on Indian
participants.
2. For our second investigation, the mean of 5 times exposure likes
increase with significant differences on both Indian and Taiwanese
participants. So, by increasing the number of exposure will leads to
rise in the level of liking and we can also get that there is no cross
culture difference regarding mere exposure effect.
3. For our third investigation, the mean of 5 times exposure likes
increase with significant differences on both Indian and Taiwanese
participants. So, by increasing the number of exposure will leads to
rise in the level of liking and we can also get that So, our research
revealed that by increasing the number of exposure will leads to rise
in the level of liking and we can also get that there is no cross
culture difference regarding mere exposure effect.
Practical Implications
The most obvious use of mere exposure has been done in the field of advertising and the effect has shown positive evaluations. These can be seen in terms of person’s attitude towards a particular brand or particular product.
Application of mere exposure has been seen in day to day human activities, the choices of humans, their decisions. Humans tend to believe in things they are familiar with and invest in things they have seen in past.
For marketing and advertisement in a particular culture or country, it is important to know the influence of mere exposure effect in that country/culture. Our findings suggest that the influence of mere exposure effect is culture in-depended, because we have got significantly highest mean for the higher exposure groups.
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